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BUS 347: Consumer Behaviour Library Research

Surrey Ania Dymarz adymarz@sfu.ca. BUS 347: Consumer Behaviour Library Research. Burnaby Mark Bodnar mbodnar@sfu.ca. Today’s Goals. Focus : Attitude Change Assignment (#1) From your assignment:

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BUS 347: Consumer Behaviour Library Research

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  1. SurreyAniaDymarz adymarz@sfu.ca BUS 347: Consumer BehaviourLibrary Research BurnabyMark Bodnar mbodnar@sfu.ca

  2. Today’s Goals • Focus: Attitude Change Assignment (#1)From your assignment: ***CHOOSE A COMPANY, BRAND, & MAGAZINE/NEWSPAPER/OTHER MEDIA VEHICLE FOR WHICH YOU CAN FIND LOTS OF HIGH-QUALITY INFORMATION.*** • Using the best resources • Getting help

  3. BUS 347 research guide http://tinyurl.com/bus347

  4. Choosing a publication and an ad

  5. Choosing a publication and an ad • Publication: • Likely to have specific readers (Hobby mag? Special interest? Clearly aimed at young women/old men, etc.) • Demographics of readers available • detailed Media Kit

  6. READERS: Media Kit Source: PMB

  7. Choosing a publication and an ad • Publication: • Likely to have specific readers (Hobby mag? Special interest? Clearly aimed at young women/old men, etc.) • Demographics of readers available • detailed Media Kit • or even more detailed PMB data <http://tinyurl.com/pmb-pubs> • Print • Read by Canadians • Consider browsing at your local public library (in person or online via Zinio or PressDisplay)

  8. READERS: PMB

  9. READERS: PMB

  10. Choosing a publication and an ad • Advertisement: • Product isn’t too new – brand has been around for at least a few years. • Likely to have distinctive consumers • Covered by the PMB Reports (our main source of consumer demographic data at a product level) • Sold in Canada

  11. CONSUMERS: PMB Our product was last covered in the 2013 PMB reports – in the Personal and Health Care section

  12. CONSUMERS: PMB Note: You will probably need to clear your browser cookies or change browsers if you look at magazine reader demographics in the PMBs before viewing product data.

  13. CONSUMERS: PMB No brands showing up? Try clicking on Change Survey at the top of the PMB screen, then choose an older version of the survey.

  14. CONSUMERS: PMB

  15. CONSUMERS: PMB

  16. CONSUMERS: PMB

  17. CONSUMERS: PMB

  18. CONSUMERS: Business Source One of the articles that came up in my Business Source Complete search for: Gillette and fusion and consumer

  19. CONSUMERS: Best Customers

  20. CONSUMERS: Passport GMID

  21. COMPANIES: Passport GMID

  22. TEST! Would this ad... found in this publication... work for your assignment? Why? / Why not?

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